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High tech hologram can uproot tobacco counterfeiting
Illicit tobacco trade and tobacco tax evasion are problems that costs governments and manufacturers dearly in terms of lost revenue and damage to brand reputation. Further, the high tax policies on tobacco products make them a lucrative target for counterfeiters. In this article, we
will find out how hologram, an anti-counterfeiting technology, could prove to be an important tool
in tackling this problem.
High tech hologram can uproot tobacco counterfeiting
The Holography Times
An addictive industry
It was in 1600 when tobacco was introduced in India by the
Portuguese. It became a valuable commodity of barter trade,
being used by the Portuguese for purchasing Indian textiles.
In 1776 with the independence of American Colonies, the
British East India Company began growing tobacco in
India as a cash crop, both for domestic consumption and
foreign trade. As domestic consumption of cigarettes rose,
the Imperial Tobacco Company (ITC, now Indian Tobacco
Company) commenced production. Also, in the late nineteenth
century, the beedi1
industry began to grow in India. Even
though tobacco chewing was practiced for many centuries,
commercial production and marketing have been up scaled
recently, with the introduction of the gutkha2
This industry remains an addictive one since it contributes
in a unique manner to several important facets of Indian
economy, covering revenue, export, employment, and
GDP growth. The Indian tobacco industry mainly covers
manufacturing of cigarette, beedi, cigar and cheroot,
hookah, snuff and other chewing tobacco like zarda , gutkha
and other pan-masala.
Tobacco market in India
Presently, India is the second largest producer of tobacco
in the world after China. Of the total amount of tobacco
produced in the country, around 48 per cent is in the form
of chewing tobacco, 38 per cent as beedis, and only 14 per
cent as cigarettes. Thus, beedis, snuff and chewing tobacco
(such as gutka, khaini and zarda) form the bulk 86 per cent of
India’s total tobacco production.
The global roadblocks- illicit tobacco
trade and tax evasion
i) Illicit tobacco trade – smuggling and
Illicit trade in tobacco products is a global problem. The illicit
trade, through smuggling and counterfeiting, creates serious
health problems, robs Governments of tax revenues and
threatens public safety and security. Moreover, the damage
caused by counterfeiting to a company’s brand reputation,
loss of sales and market capitalisation can be incalculable.
A report commissioned by Framework Convention Alliance,
said this billion dollar counterfeiting business was estimated
at 10.7 per cent of worldwide sales.
High tech hologram can uproot
Illicit tobacco trade and tobacco tax evasion are problems that costs governments and
manufacturers dearly in terms of lost revenue and damage to brand reputation. Further, the high
tax policies on tobacco products make them a lucrative target for counterfeiters. In this article, we
will ﬁnd out how hologram, an anti-counterfeiting technology, could prove to be an important tool
in tackling this problem.
Fig1: Tobacco Consumption in India
Christopher Columbus saw people
using tobacco in the Americas in
Some quick facts:
• 5.5 trillion cigarettes get smoked per year
• One out of three cigarettes is smoked in China
• The total sales from cigarettes is US $ 5570
• Every year $600 bn counterfeited & smuggled
cigarettes cross national borders
• In India, smuggled cigarettes are estimated at
Rs 1700 crore in value.
• Hungary was the ﬁrst country to use holograms
on their tax stamps
The Holography Times
Table 1: The 10 biggest market for illicit trade in 20073
Ranking Country Illicit trade
(bns of cigarettes)
1 China 214
2 Russian Federation 76
3 United States 62
4 EU 58
5 Brazil 38
6 Philippines 19
7 India 18
8 Indonesia 14
9 Pakistan 13
10 Turkey 12
Table 2: Revenue generated and lives saved with
elimination of global illicit trade4
Current situation Global High Low and
Total illicit cigarette 11.60% 9.80% 12.10%
market (% of consumption)
Total illicit cigarette market 657 bn 124 bn 533 bn
(cigarettes per year)
Total revenue lost to $40.5 bn $17.6 bn $22.9 bn
Estimated deaths in 2030 8.3 mn 1.5 mn 6.8 mn
If this illicit trade were $31.3 bn $13 bn $18.3 bn
eliminated immediate gain
Lives saved in 2030 and 164,000 32,000 132,000
(ii) Tobacco tax evasion
Tobacco taxes are a major source of revenue and have
been a signiﬁcant contributor to the economies of over 150
countries. For example In countries like India and Pakistan
the unorganised beedi and gutkha industry which represent
bigger share of tobacco consumed are big sources of revenue
loss to government.
Governments lose money when cigarettes are smuggled from
lower tax to higher tax states. Most of the world’s leading
cigarette brands are duplicated because they generate big
proﬁts for counterfeiters. The smugglers smuggle into
a country where they can make the highest proﬁt, and this
should be a country where tax is a high proportion of the
price. The losses in revenue as a result of illicit tobacco
trade are enormous, but vary widely among countries. Taxes
(excise duties and Value Added Tax), for instance, on a pack
of Marlboro vary between $US 0.85 in China to $US 8 in the
United Kingdom (see Table 3).
Table 3: Cigarette prices in selected markets5
(value in US $)
Market Average price of a pack of 20
Russia Federation 0.68
United Kingdom 8.24
When tax revenues are stolen, they don’t go to their intended
sources of funding tax relief programs, healthcare and
infrastructure. In some cases, these stolen revenues have been
shown to fund criminal and terrorist activities. As a result,
governments lose millions of dollars in tax revenue and the
security of their citizens is threatened.
Loss to Indian industry
In India, the demand for low cost copies of premium brands,
access to high quality reprographic technology that has made
it easy and affordable to copy brand packaging, industrial
globalisation, extended supply chains, lax regional law
enforcement and criminal penalties are the main reasons for
explosion in counterfeiting.
for keeping a watch on the illegal entry of foreign-made
cigarettes into the Indian market), the margin in cigarettes
is more nowadays and smugglers are now ﬂooding the Indian
market with foreign-made cigarettes as well as their fake.
■ India smuggled cigarettes were estimated to account for
more than 14 percent of total cigarette consumption in
■ It is estimated that nearly 4 billion ﬁlter cigarettes are
made annually and sold by unscrupulous manufacturers
without paying of excise duty.
■ The 2007 ERC6
report noted that non-duty paid sales
remains a major problem in India.
■ Further, the unorganized beedi and gutka industry have
become a big source of revenue loss to government in India.
■ The inferior quality and inedible betel nuts being
smuggled into the country, bypassing the excise duties,
The Holography Times
trade and entry taxes, from Nepal and north-eastern
states are not only taking a toll on people’s health but
also ruining the revenue targets of the government.
■ The revenue department is estimated to incur a loss of
over Rs 3,000 crore US$ every year due to this.
■ DRI had recently issued guidelines for the manufacturers
to show their monthly statements of raw material
purchase and ﬁgures for gutkha production but the effect
seems to be triﬂing
■ According to industry players, Rs 200,000 worth betel
nuts produce around Rs 2 crore worth of gutka. So, an
estimated 100 tonnes of betel nuts (worth Rs 40 lakh)
being traded into the city everyday produces gutka worth
over Rs 4 crore everyday while this production is never
on the record.
■ Further the increased excise duty on tobacco industry in
the Union Budget for 2010-11 may encourages evasion
and inter-state / international smuggling (See Table 4).
Table 4: Basic excise duty on tobacco in India
Commodity Excise Duty Increased Excise
F.Y. Duty F.Y.
Branded 42% 50%
Tobacco refuse 42% 50%
Chewing tobacco 50% 60%
Zarda, Scented tobacco and Snuff 50% 60%
Pan Masala 8% 10%
Branded Hookah or gudaku 8% 10%
Source: Union Budget 2010-2011
Solution - Hologram
Globally, steps have been taken to ﬁght this problem. One
answer could be for India to adopt hologram or holograpic
tax stamps. Tax stamps serve two purposes. One is to provide
a record of payment of tax that is tracking of cigarette/
tobacco packs throughout their distribution would enable tax
authorities to ensure proper tax collection.
The other is to provide evidence that the stamp, and hence
the product to which it is afﬁxed, is genuine. Although it is a
15-year old application, holographic government tax stamps
prove to be an important device for authentication and revenue
collection purposes. Today, tax stamps make up a signiﬁcant
share of the security print market. It is part of the largest sub-
sector of the security print market, placing tax stamps ahead
of banknotes in terms of printed documents globally.
In the current global markets, to ﬁght the problem of tobacco
counterfeiting, holographic tax stamps are widely used for
authentication worldwide. Holograms are security devices
that have effects which cannot be exactly replicated by
normal reprographics methods. Expensive and high-tech
hologram printers print holograms directly on cigarette
packets. As per Reconnaissance international, UK globally,
an estimated 124 billion tax stamps are issued annually for
cigarettes out of which 60 billion features a hologram. As of
2007, 68 countries were using tax stamps for cigarettes, of
these 20 used hologram on their cigarette stamps which is
29% of the total.
Fig.2: A Hungarian tax stamp for cigarettes. Using since, 1995 Hungary
was one of the ﬁrst countries to use hologram on its tax stamps.
Kanpur alone accounts for a revenue shortfall of Rs 900
crore owing to large consumption of such betel nuts in
over 40 pan masala and gutkha production units. Accord-
ing to an ofﬁcial of the Department of Revenue Intelligence
(DRI), the volume of trade in gutkha industry should fetch
around Rs 3,500 crore as revenue but the recovery has
failed to move beyond Rs 800 crore. The department had
recently seized large quantities of betel nuts being illegally
smuggled into the country from the Nepal border. A large
number of smaller gutkha manufacturers spread across
the city procure this smuggled supari from the network and
sell the manufactured products in the market, without con-
sidering the ill-effects of low quality inputs. Due to the illicit
nature of procurement, the ﬁnished products and the raw
material purchases for this processing are not shown on
the company records, thereby hitting the revenue targets
of the government
Fig 3: Latvia’s cigarette tax stamps are applied as self-adhesive
The Holography Times
For example In Asia also, a Chinese
tobacco company uses a ﬂexo press
printer that incorporates a hot foil
hologram unit to print holograms.
These are printed on the ﬂip-tops of
boxes and on the outer boxes of the
cigarette packets, so consumers can
easily check if products are genuine.
Further, Bangladesh has started using tax stamps six
years back, and since the introduction the government’s
collection from this industry increased consistently. After the
introduction of tax stamps and band rolls six years back, the
Bangladesh government’s collected approximately Taka 45
billion (US $ 650 million) in VAT and supplementary duty
during ﬁscal 2007-2008.
As per Ukraine’s EADPS consortium, which is endorsed
by INTERPOL, advances in hologram technology can help
government in safe guarding loss of revenue worth $ 50
In India, holograms are used by tobacco manufacturers
to combat counterﬁeting. It is used in various forms for
i. Holographic tagger foil for tin boxes
ii. Holographic security thread for tobacco packs
iii. Holographic pouch
iv. Security Hologram
The strategy is to increase the sale of products by using
innovative packaging, giving unique look, increasing brand
identity as well as to secure the product from counterfeiters.
Undoubtedly, hologram have become widely accepted as an
effective authentication device. Today, they present a great
opportunity for governments to act decisively & boost excise
revenue from growing tobacco sales, and for manufacturers to
protect their brand and use the technology as an integral part
of their strategy.
The Secretary General of the World Customs Organizations
has singled out praise for the Ukrainian systems of protecting
goods with tax stamps with holographic security elements.
Also, the World Bank and the International Monetary Fund
have both declared the introduction of anti-counterfeiting
measures such as forgery-proof tax stamps as essential to
combating tobacco smuggling.
Thus, Indian Excise Department too should use security
holograms to check the theft and pilferage of Central Excise
Duty on various excisable tobacco products like Cigarette
and Pan Masala. The Hologram should have central excise
Logo, incorporating various holographic security features,
lot number and serial number etc. Mandatory application of
Holograms on tobacco products and the use of holographic
technology will substantially increase the Excise Revenue
and prove to be the best solution for protecting tax stamps
against the indelible mark of the counterfeiter. ■
Beedi-A beedi is a thin, South Asian cigarette made of 0.2-0.3
grams of tobacco ﬂake wrapped in a tendu (or temburini; Diospyros
melonoxylon) leaf and secured with colored thread at both ends.
Gutkha – Manufactured in India Gutkha is a preparation of crushed
betel nut, tobacco, catechu, lime and sweet or savory ﬂavorings.
Framework Convention Alliance, How big was the global illicit
trade problem in 2006? Geneva, 2007, available at www.fctc.org/.../
A report on tobacco taxation by Bloomberg Philanthropies & Bill
and Melinda Gates Foundation
ERC group, World cigarettes/1, The 2007 Survey India, Suffolk,
■ Reconnaissance International
■ British American Tobacco
■ Euromonitor International Currency market insight, India,
■ Godfrey Phillips India.
■ ITC India
In year 2007-2008, Imperial Tobacco
developed holographic cartons
designed to celebrate Lambert &
Butler position of 10 years as UK’s
biggest FMCG brand. The hologram
used by Imperial Tobacco received
the “Best promotion award” given by
International Hologram Manufacturers
Lambert & Butler is a British cigarette brand.